Next Article in Journal
Understanding the Adoption of Incentivized Word-of-Mouth in the Online Environment
Previous Article in Journal
Sustainable Circular Business Model for Transparency and Uncertainty Reduction in Supply Chain Management
Open AccessArticle

Effective Strategies for Contents Recommendation Based on Psychological Ownership of over the Top Services in Cyberspace

Graduate School of Business IT, Kookmin University, Seoul 02707, Korea
*
Author to whom correspondence should be addressed.
Academic Editor: Babak Abedin
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 976-991; https://doi.org/10.3390/jtaer16040055
Received: 29 December 2020 / Revised: 1 March 2021 / Accepted: 4 March 2021 / Published: 10 March 2021
With the advanced development of IT, people are spending an increasing amount of time in the cyberspace and perceive psychological ownership of intangible objects (e.g., e-books, avatars, online movie streaming services), which they come to regard as “theirs”. This study focuses on users’ psychological ownership of OTT (over the top) services, which have recently received much attention, and investigates how service providers can present recommendation information more effectively when recommending content to users. This study, based on psychological ownership theory, specifically attempts to verify which method of recommending information is effective in correlation to the level of psychological ownership that a user feels about an online service. Additionally, this study presents this effect in terms of psychological distance, which we argue is the underlying mechanism of psychological ownership. Watcha, one of South Korea’s OTT services, was employed as the experimental subject in this study, and a scenario-based test was conducted. In conclusion, this study found that for users with high psychological ownership of online services, a recommendation information message based on objective and concrete information about a movie was more effective, whereas for users with low psychological ownership, abstractly expressed messages were more effective. Furthermore, by applying a moderated mediation model, this study confirmed that psychological distance mediated the results stated above. View Full-Text
Keywords: psychological ownership; OTT service; psychological distance; contents recommendation; construal level theory psychological ownership; OTT service; psychological distance; contents recommendation; construal level theory
Show Figures

Figure 1

MDPI and ACS Style

Seo, B.-G.; Park, D.-H. Effective Strategies for Contents Recommendation Based on Psychological Ownership of over the Top Services in Cyberspace. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 976-991. https://doi.org/10.3390/jtaer16040055

AMA Style

Seo B-G, Park D-H. Effective Strategies for Contents Recommendation Based on Psychological Ownership of over the Top Services in Cyberspace. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(4):976-991. https://doi.org/10.3390/jtaer16040055

Chicago/Turabian Style

Seo, Bong-Goon; Park, Do-Hyung. 2021. "Effective Strategies for Contents Recommendation Based on Psychological Ownership of over the Top Services in Cyberspace" J. Theor. Appl. Electron. Commer. Res. 16, no. 4: 976-991. https://doi.org/10.3390/jtaer16040055

Find Other Styles

Article Access Map by Country/Region

1
Back to TopTop